Emma sleep products available in all JYSK stores in the UK and Ireland

Emma – The Sleep Company, is strengthening its retail business in Europe by bringing Emma products to all JYSK stores across the UK and Ireland. The test winning Emma mattresses have been available in 39 brick-and-mortar shops of the Danish retail partner since February. In the UK alone, Emma products can be purchased in 25 stores. In Ireland, 2 additional shops will open in Q1/Q2 besides the already established 14 shops. As part of their international omnichannel strategy, Emma’s product range have been launched in all 269 JYSK stores in six new European countries. Since October 2021, Emma mattresses have been successfully sold in 967 German JYSK stores.

Based on the successful collaboration between JYSK and Emma since March 2020 in Germany, the partnership has been extended step by step: After launching the test winning Emma mattresses in JYSK online shops across Europe in October 2021, the successful partnership is now being extended to local offline stores in France, Ireland, Italy, Portugal, Spain and the UK. JYSK is a global retailer with more than 3,000 stores and the perspective to grow to 5,000 stores soon. Including JYSK, Emma already works with more than 200 retail partners worldwide and its products can be experienced at over 3,500 physical touchpoints.

The launch in additional JYSK stores in Europe is part of Emma’s omnichannel strategy, which includes a mix of online and on-site business. Pär Myhrman, Global Key Account Director (JYSK) & Country Sales Director Retail Scandinavia at Emma, said: “JYSK is an important partner for us to drive the international expansion of our omnichannel strategy. We look forward to growing this partnership together to deliver a better sleep experience for our offline customers in Europe.”

Sales & Marketing Manager, for JYSK UK & Ireland, Jenny Johnston says “We are delighted to be introducing Emma products into UK and Ireland stores. Emma is a brand highly recognised by UK consumers so combining this with our position as the Danish sleep expert’s we hope to help more customers achieve the good night’s sleep they deserve and provide even more in store mattress options.”

Image: Emma works with over 200 retail partners and is present at over 3,500 physical touchpoints across Europe. Copyright: Emma Sleep GmbH, 2022.

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